Packaging captivates consumers from the moment it hits the shelf by creating a sensory experience, while also protecting a product, according to Strull. In a video during the presentation, Stanford University neuroscientist David Eagleman talked about the importance of touch for the human experience, and said that it allows people to gather information about the world while reducing stress and increasing our sense of connection.

Strull related this to the in-person sensory shopping experience, which frequently involves consumers physically touching packaging and feeling like the object is theirs. This concept, known as “psychological ownership,” then leads to the “endowment effect,” in which customers are willing to pay more for such products.

“Things are more valuable if they have already been drawn to us,” said Strull.

Packaging can also appeal to other senses via music, scent and color, she said. When displaying a product image, it’s important that that color is accurate, Strull said, citing an at-home hair-coloring kit as an example. The color of the product must match the product of the box, and these colors must be consistent across all product touchpoints and retailers nationwide. Otherwise, customers can lose confidence in the brand.

Still, she said, function reigns supreme. A package must safely transport a product from point A to point B, while also holding up decorative aspects like varnishes and embellishments and retaining an aesthetically pleasing design with materials that are easy to dispose or recycle. Packaging is the shopper’s first impression of an item and is ultimately a company’s last chance to make a sale, Strull said.

Packaging rethinks and innovations

Sometimes, packaging is more than just packaging — it can be a multipurpose, sensory product.

Dewi Pinatih, head of product design trends at U.K.-based trend forecasting company Stylus, showcased recent beauty and CPG packaging innovations in a separate presentation. These included a biodegradable bag from “air-purifying” interiors paint brand Gush, and the viral Rhode phone case with a built-in lipstick holder.

Pinatih discussed how brands are luring consumers through multi-use packaging (as with the Rhode case), along with other sleek, portable designs and strategic use of technology. Miniature beauty products, products on keychains, and refillable and multi-use makeup palettes are leading the pack in portability. QR codes are also commonly used to save space on packaging by showing digital instructions or further information about the product.

Captivating formats — those that incorporate sensorial or calming design, aesthetically pleasing color combinations and even experiential products — are also trending. In perfume packaging, this can mean ergonomic tactile packaging in abstract shapes.

Pinatih noted that one of the biggest packaging challenges today is balancing a unique design with a good sustainability profile. For example, a paper box dyed with a colorful gradient can be recyclable but still visually appealing. Designers also need to monitor how finishing processes affect sustainability, because sometimes they can cause a product to not be recyclable.

Pinatih ended her talk by saying that recycling is a universal language and is something that every consumer can achieve with a little effort.